--- title: LinkedIn Pilot, Sales Flow & Email Domain Setup type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-05-papertube-asymmetric-marketing-call-120063734.md tags: - papertube - linkedin-ads - sales-process - email-infrastructure - salesforce - account-engagement - seo - aio - lead-nurturing - automation - meeting layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- # LinkedIn Pilot, Sales Flow & Email Domain Setup **Date:** 2026-02-05 **Client:** [[wiki/clients/current/papertube/_index|PaperTube]] **Attendees:** Parag Agrawal (PaperTube), Karly Oykhman (Asymmetric), Mark Hope (Asymmetric), Isalia Ramirez (Asymmetric) ## Overview Working session to finalize the LinkedIn advertising pilot structure, design a two-track sales follow-up process for high-value leads, establish a separate email sending domain, and scope a future SEO/AIO content initiative. --- ## Key Decisions ### 1. LinkedIn Ad Pilot — $1k/mo, 3 Segments - **Budget:** $1,000/month to start; scale up once data supports it - **Segments selected (3 of 5):** - Premium Food & Beverage - Beauty & Personal Care - Supplements & Wellness - **Budget split:** 40% / 40% / 20% (F&B and B&PC weighted higher; S&W at 20%) - **Rationale:** Concentrating spend on three segments produces more actionable data than spreading thinly across five. Remaining two segments held in reserve. - **Ad creative:** Launch with existing video assets to avoid delays. Ricardo (PaperTube) may supply newer content; swap in when available. Karly to follow up with Ricardo within the week and deliver 2–3 graphic drafts 2–3 days after receipt. - **Key metrics to track:** CPC, CTR, CPA, form fill conversions - **CPA context:** High CPA is acceptable given target customer LTV of $50k–$250k+; LinkedIn's precise targeting justifies the premium over Google Ads. ### 2. Two-Track Sales Follow-up Process PaperTube has volume of leads but lacks structured nurturing for high-quality prospects. Two distinct tracks were designed: #### Track 1 — Hot Leads (Form Fills) - **Trigger:** Prospect submits a landing page form - **Response:** Phone call within 1 hour to set a discovery meeting - **Rationale:** High intent; immediate contact prevents lead leakage - **Note:** Forms will route directly to Parag (not round-robin); excluded from existing automation flows #### Track 2 — Warm Leads (Intent Alerts) - **Trigger:** Salesforce/Account Engagement intent signals — 5+ email opens OR 2+ landing page visits - **Process:** ~22-day multi-touch sequence including: 1. Company/decision-maker research (sustainability, product launches, brand positioning, buyer's council mapping) 2. Personalized outreach email to primary contact 3. LinkedIn engagement (like/follow brand — no direct message yet) 4. Emails to secondary contacts (e.g., CEO for smaller companies) 5. LinkedIn connection requests and messages 6. Phone call follow-up 7. Custom value-add (e.g., Loom video, ChatGPT-generated brand brief) 8. Physical sample kit mailing 9. Additional LinkedIn/email/phone follow-ups through day 22 10. If no response: return to nurture flow, set follow-up reminders #### Automation Layer (planned) - **Research automation:** Build a Zap/flow that triggers on intent alert, passes company name to ChatGPT with a structured prompt, and outputs an enrichment doc (B Corp status, recent launches, news, decision-makers) into Salesforce - **Task automation:** Auto-create Salesforce tasks (e.g., "Send personalized email — template attached") to enforce process discipline without requiring reps to remember steps - **Priority:** Launch campaigns first; build automation layer second > **Future:** Lead scoring in Salesforce/Account Engagement (by industry, activity, engagement) to automatically route any lead — including Google Ads leads — into the appropriate track. ### 3. Email Domain — `papertube.pro` - **Purpose:** Isolate marketing email sends from the main `papertube.co` domain to protect sender reputation (cold/warm outreach list) - **Domain selected:** `papertube.pro` - **Sender address:** `sam@papertube.pro` (gender-neutral; avoids confusion with internal Samantha) - **Routing:** All replies auto-forward to Parag - **Technical setup (Mark):** - Purchase `papertube.pro` - Configure DNS/SPF records so Salesforce Account Engagement can send from this domain - Add domain to Account Engagement sender settings - Send internal test emails; verify forwarding before any live sends ### 4. Future Opportunity — SEO & AIO Discussed as a next initiative once current campaigns are live. Key points: - **Goal:** Rank for target keywords in Google organic search AND appear in AI citations (ChatGPT, Gemini, Copilot) - **Primary tactic:** Question-answer style blog posts optimized for FAQs relevant to PaperTube's segments - **Content process:** Write post → run through AI content scoring tool → optimize to exceed average competitor score → publish - **Technical SEO:** Alt text on all images, meta descriptions per page, keyword-rich URLs, monthly Google Search Console indexing pushes - **Evidence from another client:** +5 AI citations on Google in one month; organic traffic and keyword counts up - **Next step:** Mark to lead deeper scoping conversation when ready --- ## Action Items | Owner | Action | Target | |---|---|---| | Karly | Email Ricardo re: video content; deliver 2–3 graphic drafts to Parag 2–3 days after receipt | Within 1 week | | Karly | Set up LinkedIn pilot: 3 segments, $1k/mo, 40/40/20 split; launch with existing assets | ASAP after graphics | | Karly | Finalize landing pages; send to Parag for review | EOD Feb 6 | | Karly | Build Account Engagement forms for landing pages (include phone field; route to Parag; exclude round-robin and automation flows) | Next week | | Karly | Build Account Engagement campaign and email templates | Next week | | Karly | Update shared sales flow doc: add hot lead (form fill) track; annotate automation opportunities | Before next call | | Karly | Coordinate with Mark on domain setup and sales automation scoping | Ongoing | | Mark | Purchase `papertube.pro`; configure DNS/SPF; add to Account Engagement; run test sends | ASAP | | Karly + Mark | Send first email batch from `sam@papertube.pro` after testing | Target: Feb 13 | | Parag | Review landing pages and sales flow doc when shared | Upon receipt | --- ## Key Quotes > "If it's good enough, let's not kill it in pursuit of perfection." — Parag, on launching with existing video assets > "At the end of the day, not likely to happen if I'm doing it. And to be perfectly honest, the reps aren't probably going to do it either. They're just going to fire an email and try to get them on the phone." — Parag, on why research automation is essential > "We're not a company that lacks leads. We're just a company that lacks good leads." — Parag, framing the core problem this work addresses --- ## Related - [[wiki/clients/current/papertube/_index|PaperTube Client Overview]] - [[wiki/knowledge/sales-process/two-track-lead-nurturing|Two-Track Lead Nurturing (Hot vs. Warm)]] - [[wiki/knowledge/email-infrastructure/marketing-send-domain-setup|Marketing Send Domain Setup]] - [[wiki/knowledge/seo/aio-content-strategy|SEO & AIO Content Strategy]]